Boundedly Rational Meta-Learning in Sequential Consumer Choice

TL;DR

This paper investigates how consumers transfer knowledge across different decision contexts, proposing a boundedly rational meta-learning model that better explains observed behaviors than traditional Bayesian models.

Contribution

It introduces a class of boundedly rational meta-dynamic programming policies that approximate full Bayesian transfer with limited computational complexity.

Findings

Participants improve across routes, reducing pseudo-regret.

Low-D bounded meta-learning models fit human data better than full Bayesian models.

Consumers transfer brand knowledge using coarse, approximate representations.

Abstract

Many consumer decisions are repeated choices under uncertainty. Standard models capture these decisions using Bayesian learning and dynamic programming: consumers update beliefs from feedback and use those beliefs to guide future choices. In many markets, however, learning does not restart when consumers enter a new context: prior experience with a brand, product, or provider can shape beliefs in later, related decisions. We study this cross-context knowledge transfer, or meta-learning, in sequential choice. We design a hierarchical laboratory task in which participants repeatedly choose among airlines across routes and observe noisy binary outcomes. Reduced-form evidence shows that participants improve not only within routes, but also across routes: they choose better airlines earlier in later routes and reduce pseudo-regret. To identify the mechanism behind this transfer, we compare human choices to a no-transfer benchmark and a fully integrated Bayesian meta-learning benchmark. In particular, we introduce a class of boundedly rational meta dynamic programming policies, BRMDP(D), that approximate full integration using a limited number of hyper-posterior draws, denoted by D. Trial-by-trial likelihood comparisons show that low-D boundedly rational meta-learning, especially BRMDP(1), fits participant behavior better than both no transfer and fully integrated Bayesian transfer. Consumers, therefore, transfer brand-level regularities across contexts, but through coarse representations of prior uncertainty. The findings imply that models of consumer learning should allow for approximate cross-context transfer, and that managerial counterfactuals based on either no-transfer or fully integrated learning can be misleading.